ATU and Mawave are taking off on social media

ATU is by far the best-known and largest automotive workshop chain in Germany. To maintain this position, ATU has long been active on social media platforms like Facebook, Instagram, and TikTok, and is now taking the next step with Mawave to sharpen and sustainably strengthen its brand profile.

“Almost everyone in Germany knows ATU. However, we have noticed that our brand awareness decreases among younger demographics. Furthermore, not everyone is familiar with our comprehensive range of automotive services, accessories, and parts. To address this, we are professionalizing our social media approach and consolidating all social disciplines with one strong agency partner: Mawave,” says Friedemann Flaig, Head of Brand & Communications at ATU, explaining the reasons for the collaboration.

Mawave’s responsibilities include the complete organic channel and content strategy, content creation, as well as reactive and proactive community management and social listening to engage with the community. In paid social, the agency manages the promotion of the online shop and offline business, as well as campaign testing and performance measurement.

“Mawave impressed us during the pitch process with an excellent understanding of our brand, great creativity, and cross-platform social media expertise. The agency will help us strengthen the ATU brand, give it a modern appeal, and ensure a consistent experience across all social media touchpoints,” explains Daniel Schebek, Social Media Lead at ATU.

“We are delighted by the trust ATU has placed in us. Our goal is to position ATU as THE workshop for everyone. To achieve this, we rely on social-first content that is born from the platform and community, reaching the target group as natively as possible to build lasting accessibility and trust,” says Jason Modemann, Co-Founder of Mawave.